According to CNET, Apple recently acquired creative consulting company, Particle, a small San Francisco based collective of less than a dozen employees specializing in web applications and marketing using HTML5. These new employees are being brought over with occupation titles such as "creative technologists” and “user interface engineer.” It appears that the acquisition was more of a group hire than a move to secure intellectual property, as most of Apple’s recent purchases have been.

Particle is a self-described “professional services business in creative concept work, visual and user experience design, and technical implementation,” which was originally founded in 2008 with the help of celebrity backer Justin Timberlake. The following was taken from Particle’s “About” page:

HTML5 and the WebKit rendering engine already drive the web experience on devices like the iPhone, iPad, and Android, but are increasingly becoming the lowest common denomination on the desktop web in next generation browsers like Google's Chrome, and Apple's Safari. Particle has chosen to focus on this technology so intensely because we believe it will soon be the rendering engine that powers a new universe of light weight and embedded applications from set top boxes to game consoles to Chrome OS and Android devices to portable telephony and media devices of all kinds.

As of right now, it hasn't yet been revealed how Apple will be implementing the new team but one thing we do know is that the Cupertino California company has been pushing hard for HTML5 solutions. The new hires certainly have the talent needed for progress in the field as a number of them have worked with Yahoo and Google on design projects as well as working with companies such as Disney and Sony along with a number of consulting agencies. Additionally, the price that Apple paid to acquire the consulting firm hasn't been detailed.